'Go Real Chobani' campaign seeks to empower consumer choice

By Jason Owen

NEW BERLIN, N.Y. — Chobani, maker of the popular yogurt brand, will launch a new national campaign that is "a movement to empower consumers to choose a brand that stands for something more – an authentic strained yogurt that's made with only natural ingredients by people who have passion for bringing better food options to the masses," the company stated.

"Chobani started with the simple goal to make nutritious and delicious yogurt accessible to everyone," said Hamdi Ulukaya, founder, president and CEO of Chobani. "As a manufacturer, it's our responsibility to make our products the right way, not just the easy way. And we strongly believe that everyone should be able to experience the enjoyment that comes from eating simple, delicious, nourishing foods."

The new campaign will debut nationally on Sunday, February 24, 2013, during the 85th Academy Awards. The 60-second "Go Real Chobani- Real Is" spot will run during the ABC pre-show and again during the Oscars program. The 30-second "Go Real Chobani- Start With" spot will air during E!'s pre and post-Oscars shows.

Simultaneously, Chobani will launch a digital and social media campaign across Facebook and Twitter that asks fans to share their memories of the first time they tried Chobani. The resulting images, tweets and posts will be aggregated digitally via #tastereal to create an interactive content mosaic which will live online at Chobani.com. Consumers will also have the opportunity to share Chobani coupons with friends to inspire their own first taste of Chobani. In the coming months, Chobani will continually rollout targeted digital content across channels to support the Go Real Chobani movement.

"The creative inspiration for the television spots was sparked from the hundreds of real moments Chobani fans share through their social media channels on a daily basis," said John Connors, CEO of Boathouse, the company that developed the campaign. "These photos and stories are similar to the ones you would share with your own family – dogs and cats getting the last licks of yogurt, creative recipes and photos of their kids. We're amplifying those real stories through this creative to give more people the chance to engage in the conversation around Go Real Chobani."

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